Ferrari Style Just Parked Its First New York Flagship in SoHo and the Best Part is Hidden Behind Leather Curtains
Ferrari Style’s first NYC flagship opens in SoHo with rare Maranello collectibles, a New York capsule and a private made-to-measure Atelier.
At the corner of Mercer and Prince, you can shop for a pair of Ferrari shoes and come away coveting a rare mechanical component from Maranello. That’s the charm of Ferrari Style’s first New York flagship, a two-story SoHo address where the accessories have some unusually good company.
Photo Credit: Ferrari Style
Creative director Rocco Iannone took his cues from the Ferrari Officina, the workshop where the marque’s instinct for beautiful objects meets its obsession with getting every detail right. He tapped Berlin architecture studio Gonzalez Haase AAS to shape the space and Milan design practice Formafantasma to design the displays. The building’s wraparound glass frontage lets SoHo in, while raw steel, metal given a deliberately aged finish and surfaces buffed to a mirror shine make the interiors feel like a workshop that’s been very well dressed.
Photo Credit: Ferrari Style
On the ground floor, men’s ready-to-wear, footwear, leather goods and accessories share space with Ferrari Collectibles, a rotating selection of rare components and other objects from Ferrari’s automotive world. Formafantasma borrowed from the workshop for the metal-and-glass trays, frames and vitrines. Depending on what’s come in from Maranello, you could find yourself spending as much time looking at the hardware as you do the clothes.
Photo Credit: Ferrari Style
Follow the sculpted staircase upstairs for women’s ready-to-wear, shoes and accessories, then look for the floor-to-ceiling leather curtains. Behind them is the Ferrari Style Atelier, and there are only two in the world (the other is in London). The private space handles made-to-measure, made-to-order and one-of-a-kind pieces. At a dedicated table, clients can get delightfully particular about a bag or accessory, choosing everything from the color and finish to the hardware and the details inside.
Ferrari has been part of New York since 1954, when Luigi Chinetti, who drove the first Ferrari to win Le Mans, opened the marque’s first North American showroom on West 55th Street. More than seven decades later, Ferrari is giving shoppers a reason to head downtown, with a capsule created specifically for the SoHo flagship. Though if it were me, I’d make straight for those leather curtains.
Photo Credit: Ferrari Style
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Frequently Asked Questions
Where is the Ferrari Style store in New York?
Ferrari Style’s first New York flagship is in SoHo, at the corner of Mercer Street and Prince Street.
What does the Ferrari Style SoHo store sell?
The two-story store carries men’s and women’s ready-to-wear, footwear, leather goods and accessories, plus Ferrari Collectibles, rare mechanical components and objects from Ferrari’s automotive world in Maranello. A capsule collection was created specifically for the New York opening.
What is the Ferrari Style Atelier?
The Atelier is a private, curtained space on the store’s upper floor for made-to-measure, made-to-order and one-of-a-kind pieces, where clients can personalize bags and accessories, choosing colors, finishes, hardware and interior details. There are only two worldwide, in New York and London.
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